English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 49378/84106 (59%)
造訪人次 : 7374851      線上人數 : 74
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33236


    題名: 咖啡連鎖店購買決策行為之比較研究-以星巴克與85度C為例
    其他題名: The comparative study of consumers' decision-making behavior in coffee chain-stores - the empirical study of Starbucks and 85°C
    作者: 黃瀅諭;Huang, Ying-yu
    貢獻者: 淡江大學管理科學研究所碩士班
    陳定國;Chen, Ding-guo
    關鍵詞: 咖啡連鎖店;消費決策行為;生活型態;coffee chain store;consumers' decision-making behavior;Lifestyle
    日期: 2008
    上傳時間: 2010-01-11 03:46:36 (UTC+8)
    摘要: 咖啡文化雖源自歐美,然而隨著台灣的經濟與文化起飛,咖啡需求也日益增加,已有許多國外咖啡店採先發制人策略進入國內市場。統一代理美國星巴克(Starbucks),進軍台灣咖啡市場經過十年,原本穩居精品咖啡第一品牌地位,卻不斷被本土品牌所挑戰。尤以在2003年創立的85度C,以「五星級的產品、平價化的價格」之理念,在短短四年內成為在台店面市佔率最高的咖啡連鎖店。
    本研究以EKB之消費者決策模式為基礎,選擇其中「需求確認」、「資訊搜尋」、及「選擇評估」三步驟為研究主軸,旨在探討星巴克與85度C咖啡連鎖店之消費者之生活型態,予以消費者分群,並研究購買決策各階段之相關程度。
    本研究採問卷調查法,研究對象為曾去過位於台北縣市之星巴克與85度C此兩家咖啡連鎖店之消費者,收集有效樣本共385份。所得資料以描述統計、因素分析、集群分析與皮爾森積差相關等進行分析。茲將研究結果歸納如下:
    1. 依星巴克消費者之生活型態分為「行動樂活型」、「理智潮流型」二群,年齡、職業與教育程度變數之呈現顯著差異;將85度C消費者之生活型態分為「品牌消費型」、「活力時尚型」、「隨和簡約型」三群,月所得變數之呈現顯著差異。
    2. 星巴克與85度C消費者在各層面購買決策行為之相關分析皆呈現正相關;星巴克之生活型態與選擇評估間呈現部分相關。
    最後,本研究依據研究結果提出具體建議,以供咖啡連鎖店業者和未來相關研究之參考。
    The culture of coffee is from European and the United States. In recent years, the demand of coffee has been increased due to the influence of Westernization. During the last several decades, many overseas coffee shops had entered the domestic market. Uni-President Enterprises Corp. licensed brand “Starbucks,” and it has passed through ten years in Taiwan. Starbucks’ value position is grounded on “the highest grade of coffee,” and have great market share. Now it was challenged by the native brand, especially 85℃. 85℃ was established in 2003 and hope they can have five star products with fair price. In four years, it becomes a very popular coffee chain store and has the highest occupying rate.
    EKB model is used as a conceptual frame and the study chooses identified demands, information search and evaluation criteria as a main axle. The characteristics and behaviors of the consumers in each segment are then analyzed and described such that it may help the service providers in choosing their adequate marketing strategy.
    The research used the questionnaire survey, and the object is people who have been to Starbucks and 85℃ in Taipei. Totally 385 effective questionnaires are analyzed by Descriptive Statistics Analysis, Factor Analysis, Cluster Analysis, and Pearson Reliability Analysis. The following points are the main discoveries of this research:
    1. Starbucks’ consumers can be successfully segmented by lifestyle variable, such as “ Action-leisure Buyer” and “Rational-Fashion Buyer.” The research further shows there existing significant difference between market segmentation in the following variables: age, occupation, and education level. 85℃ also can be segmented by lifestyle variable, “Brand-Consume Buyer”, “Vigor-Fashion Buyer” and “Amiable-Thrifty Buyer”. One of demographic variable exist significant difference, such as average monthly revenue.
    2. Purchase decision-making behavior of consumers of Starbucks and 85℃ present positive correlation in three stages. Lifestyle variable and evaluation criteria of both coffee chain stores present partial correlation.
    Finally, this research based on the findings proposed the concrete suggestion, and several recommendation for future research and coffee chain stores were advised.
    顯示於類別:[管理科學學系暨研究所] 學位論文

    文件中的檔案:

    檔案 大小格式瀏覽次數
    0KbUnknown419檢視/開啟

    在機構典藏中所有的資料項目都受到原著作權保護.

    TAIR相關文章

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - 回饋